Dubai: With programmatic buying, the advertiser and his agency are “buying the audience and not the sites”.
“The algorithm tracks the audience based on various parameters,” said Mahesh Sundaresan of Ikon Media. “While it is being used effectively in many campaigns, there is still a debate on the relevance of the site in which an ad is running.
“While performance is a key measure, for an effective digital campaign the need is a combination of performance and premium placements. One cannot compromise on brand imagery for performance only. It has to be balanced.
“Performance is all about audience tracking and delivery, but need not be on premium placements and sites. Moreover, not all publishers will put their premium inventory on exchanges for programmatic buying.”
